Case Study
Pandora Jewelry - The Business Pandora Jewelry is a fast growing and unique jewellery company which offers consumers the opportunity to design their own distinctive fashion creations. Originally from Copenhagen, Denmark, Pandora Jewelry has quickly spread across the globe to become one of the most well-known and popular contemporary jewellery designs. Inspired by Greek mythology Pandora uses hope and inspiration as the basis for their characteristic style. The key to Pandora’s success has been the innovative bracelet design, which allows the wearer to select beads from a large collection and decide on their arrangement of beads on the bracelet. Each bracelet is a unique expression of the wearer that can be changed to suit mood or occasion. The product has been embraced by Australian consumers with numerous jewellery stores requesting to be authorised Pandora Jewelry sellers. There are also plans to create an exclusive Pandora Jewelry store in Sydney which will deal solely in Pandora products, incorporating the distinctive retail fit out used in European stores, along with the establishment of a retail franchise network.
The Challenge Approached by Pandora to review and advise in respect of their distribution model and exclusive distribution agreement with Denmark, we were inundated with numerous documents to review. The biggest challenge was to understand and map out Pandora Australia’s future direction which would include establishing a more structured distribution network. This required that all structures and systems work within the terms of the distribution agreement with Denmark but also still placed their own limits on authorised Pandora Jewelry sellers in Australia. Strict supervision and full use of legal controls and limitations would be central to the maintenance of the brand’s distinguished reputation.
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Case Study
The Solution Extensive review of the documents was paramount to ensure the business was setting itself up for future growth. Sound commercial advice would encourage confidence and business expansion. An exacting and rigorous approach was taken to all agreements entered into by Pandora to ensure that they received the full benefit of the law in all their commercial dealings. Protection of intellectual property was also important to preserving the international reputation which Pandora Jewelry had developed. This included reviewing sites such eBay and other on-line retail sellers to ensure that there had been no breach of intellectual property rights or of the conditions of the distribution agreement.
The Outcomes Pandora Jewelry is now well established in the Australian market and continues to thrive. A consistent demand for the unique design, combined with the international success of the product has ensured a solid basis for the continued growth of the distribution channel. Further, Pandora Jewelry has established itself as a formidable force in the industry by taking a strong stance on the protection of their legal rights in every aspect of the business. This has been particularly important at the early stages of development as it has allowed Pandora Jewelry to capitalise on the success of its product and enhance the future asset value.
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